Facing Your Fear of Marketing April 9, 2011Posted by StrategicGrowth in Marketing Plan, marketing strategies, Strategic Growth Concepts.
Tags: fear of marketing, how to market a business, marketing, marketing fears, small business marketing, small business owners
As a consultant to small and mid-sized businesses, I often speak to and work with companies that are run by CEOs who are the original founders of their company and typically the originator of the “product” offered by their firm. In most cases, the CEO is highly knowledgeable about the “product” and usually admits to a substantial lack of knowledge about the less industry-specific parts of their business. Areas such as operations, marketing, accounting, HR, legal and more are beyond their experience – and typically their interest as well. In most cases, they’ve gone into business knowing that they would hire an attorney and an accountant to assist them, however with regard to the more ‘day-to-day’ functions of operations, marketing and HR they just figure it will all come together – sort of a “build it and they will come” mentality.
Nowhere is the “build it and they will come” mentality more obvious in these individuals than in the area of Marketing. With rare exception, most of these business owners assume that everyone will see the value of their “product” as easily as they do, and that as soon as it becomes available they will be swamped with customers! Then, before very long, reality begins to set in.
It’s typically not very long before the business owner begins to panic; ‘why can’t they see it?’, ‘why aren’t they buying?’ he or she begins to ask. Then there is typically a period where they will spend money on any type of advertising that is thrown in front of them – and the media reps are happy, but the business isn’t becoming any more successful, and now they have a lot less money.
Then comes the third stage, this is where they come to someone like me – the outside consultant, and they say, “fix this ASAP before I’m out of business! But by the way, I have very little money to pay you so you need to fix it this month because that’s all the money I have left. Oh, and I don’t want you to do ‘this’, and I do want you to include ‘this’, and make sure that you allocate budget for ‘this’ as well. But other than that, do whatever you need to in order to fix it yesterday”.
Now don’t laugh because I promise you that right now some of you are reading this and seeing yourselves in this story!
So I thought it might be helpful to the small and mid-sized business owners out there to bring a fact to light if you haven’t already realized it – you have to gain enough knowledge to enable yourselves to comfortably wear the multiple hats of operations, marketing, accounting, legal, HR and every other aspect of your business – even if you have someone else performing those functions. This is particularly important in the area of Marketing where it must be at the forefront of every decision you make for your business – or you won’t have a business. In my experience, this becomes an area of tremendous fear for business owners; Marketing is definitely outside their comfort zone. They ask questions like:
- My radio/TV/newspaper/yellow pages (use your preference) rep said theirs is the only type of advertising I need, are they right?
- How do I know how much money I need to spend?
- How do I know what type of advertising is going to be interesting and get the attention of my potential customers?
- Do I need to use Facebook? Everyone is telling me I need to use Facebook!
- and much, much more.
So the best answer is:
- First, relax.
- Second, FACE YOUR FEAR; don’t pretend that the need to Market your business doesn’t exist and hope it will go away.
- Third, start educating yourself about the types of marketing strategies available to you; what they cost, how they’re used, which types of potential customers they appeal to, etc.
- Fourth, do an analysis of your existing customer base and try to identify some key factors that your ‘best’ customers have in common and then plan to go in search of more just like them.
- Fifth, bring in an outside consultant. It doesn’t have to be a long-term arrangement, just let them help you analyze your business, your customers, your market, and your industry and then develop a Marketing Plan for you based on their findings, your goals, and your budget – and then YOU implement the plan with your newly gained knowledge.
To help you gain clarity on the fact that you must be your company’s best marketer, I refer you to a recent article in the American Express Open Forum entitled, “Attention Small Businesses: You’re ALL in the Marketing Business“. This is an excellent article that will help you understand the importance of the company CEO having a strong level of involvement in Marketing on a daily basis.
Hopefully, you will all now FACE YOUR FEAR and become alot more involved in Marketing your business.
The author, Linda Daichendt, is Founder, CEO and Managing Consultant at Strategic Growth Concepts, a consulting firm specializing in start-up, small and mid-sized businesses.
Linda is a recognized small business marketing expert with 20+ years experience in a variety of industries and an award-winning blogger on such topics as marketing a small business, mobile marketing, social media marketing, and virtual events.
SGC Announces ‘Increase Your Revenue with Mobile Marketing’ FREE Webinar for Small Biz Owners August 3, 2010Posted by StrategicGrowth in marketing strategies, Marketing-changing technology, mobile, Mobile Marketing, Strategic Growth Concepts.
Tags: advertising, marketing, mobile advertising, Mobile Marketing, mobile marketing webinar, small business, small business owners, Strategic Growth Concepts
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Webinar to Provide Information About the Low-cost, High-return Marketing Medium and How Small Business Owners Can Take Advantage of This Emerging Technology to Promote Their Business and Increase Revenue
DETROIT, MI – Small business owners have the opportunity to learn the many benefits of using Mobile Technology to promote their business by attending a FREE webinar presented by Strategic Growth Concepts on Tuesday, August 10th at 2:00 p.m. EDT. Those interested in learning more about this low-cost, high-return technology, and how they can use it to promote their companies, can follow this link to register for the webinar at the following link.
Tags: advertising, cellular phones, marketing, mobile advertising, Mobile Marketing, mobile phones, ROI, small business, small business owners, Strategic Growth Concepts
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Small business owners can now implement their own unlimited mobile advertising campaigns – within minutes – for as little as $25 per month, through a service now being offered by Strategic Growth Concepts.
As part of our continuing effort to provide our clients with the latest technologies available to enable their marketing efforts, Strategic Growth Concepts has become a Certified Mobile Solutions Provider with a national text marketing solution.
Now, businesses such as:
- retail stores
- restaurants/cafes/fast food retailers
- health clubs
- consumer service businesses
- consumer media (radio/TV/newspaper)
- B2B firms
- and many more
can utilize mobile marketing campaigns to communicate with consumers about:
- appointment reminders
- cancellation notices
- take-out orders
- scheduling appointments
- daily specials
- inventory close-outs
- special order arrivals
- expected arrival times
- event notices
- information requests
- contest entries
- new product announcements
- changes in operating hours
- and much, much more!
We’re very happy to make this service available to small businesses so they can now take control of their marketing and get large results with a small monthly investment and very little time. And, no contracts required!
Until April 15th, Strategic is offering a 50% discount to businesses that sign up to utilize our text messaging services. To obtain a FREE mobile marketing demonstration and learn how your firm can receive a 50% discount on getting started, please read our complete news release.
Should you be interested in learning more about mobile marketing and how it can help grow your business, please review the mobile section of our website, additional mobile marketing articles within this blog, or contact us directly via the website or email at email@example.com for a FREE initial consultation.
The author, Linda Daichendt, is Founder, CEO and Managing Consultant at Strategic Growth Concepts, a consulting and training firm specializing in start-up, small and mid-sized businesses. She is a recognized small business expert with 20+ years experience in providing Marketing, Operations, HR, and Strategic planning services to start-up, small and mid-sized businesses. Linda can be contacted at firstname.lastname@example.org and the company website can be viewed at www.strategicgrowthconcepts.com.
3 Local Marketing Initiatives with Higher ROIs November 20, 2009Posted by StrategicGrowth in marketing strategies, Strategic Growth Concepts, Web 2.0.
Tags: advertising, geographic targeting, Google local, local store marketing, marketing strategies, marketing tools, small business, small business owners, Strategic Growth Concepts, Web 2.0, Yahoo local, Yelp
With most small businesses today seeking every low or no-cost marketing option they can find to promote their products and services, the publishers of this blog are constantly in search of information about new resources that can help. As we have discussed in many previous articles, many Web 2.0 options abound to help businesses promote themselves, but most are unable to concentrate your firm’s efforts on your specific geographic area – at least not easily. However, the following tools are ideal for promoting your business within your specific geographic region to insure that those potential customers closest to you are well aware of your existance and what you have to offer.
Take advantage of these tools that any small business can use to promote your business within your local community.
Forget the Phonebook: 3 Local Marketing Initiatives with Higher ROIs
Gregory Go (Wise Bread), Nov 12, 2009 –
The phonebook is so 1998. Few people use it anymore, and yet in an ironic twist, advertising in the phonebook has become more expensive as telcos try to boost revenues. Don’t play their game.
Boost the ROI of your advertising budget by switching your local marketing focus to the following 3 websites.
The basic strategy for each of the following options is two-fold:
- The first step — making sure you are listed and have accurate info — is free for all three of the following sites. It’s equivalent to making sure your phone number and address is accurate in the free, basic listing in the phonebook.
- The second step — buying advertising — is equivalent to buying an ad in the phonebook. Versus the phonebook, you’ll get more reach and better tracking data, which helps ensure you maximize your local advertising ROI.
Yelp is the premier review site for local businesses. Consumers love it because it lets them easily share their thoughts on local service providers and retail outlets, and in return, get honest reviews of local businesses from their peers. Businesses love Yelp — honest, reputable businesses, at least — because businesses that receive positive reviews see dramatic increases in referral customers.
Step 1: Control Your Listing (and Get Stats)
Yelp provides business owners that have “unlocked” their pages with lots of value-added features including messaging options (eg., post offers and announcements, reply to reviewers) and stats on how many people have viewed your business page. Check out this page for a screenshot of the business dashboard you’ll have access to as the owner of the business.
The biggest benefit of taking control of your Yelp page is being able to highlight positive reviews of your business and/or responding to reviewers privately. However, don’t think that just because Yelp is willing to take your money that it means they will take down negative reviews of your business. They won’t, unless it violates review guidelines (eg., contains racial slurs or is second-hand information). As a good business owner, you should take comfort in this policy, because it means your less scrupulous competitors won’t be able to hide their shady practices for long.
Step 2: Buy Advertising
Yelp offers two advertising options for increasing your exposure:
- Top placement in search results.
- Showcasing your business on a similar business’ page.
You can see screenshots of both options here. Pricing varies based on your city, business category, and number of impressions you want to buy. You can talk details and pricing with a Yelp sales representative by filling out this form and waiting for a callback.
2. Google Local
When consumers search for a local business or a local service (eg., “thai food”, “dry cleaner”) on Google, a small map and some business results appear at the top of the search results (screenshot). Additionally, you get a business details page that can contain information like your phone number, email address, store hours, accepted payment types, photos and videos, and service or product categories (screenshot).
Step 1: Take Control of Your Listing (and Get Stats)
Adding business details and creating coupons is completely free on Google. Start by claiming your business at Google’s Local Business Center. Once you’ve verified your ownership, you can start adding details and creating coupons that will appear on your business details page.
Here’s where Google Local become more exciting than the phonebook. On your Google local business dashboard (screenshot), you can see what search phrases people are typing in to find your business and where those searchers are located on a map (abstracted to a zip code level to protect searchers’ privacy).
Click here for more information on Google’s Local Business Center features.
Step 2A: Buy AdWords Ads
AdWords is the program where advertisers bid on search keywords and have their links appear next to or on top of search results. While the AdWords program is not specifically geared towards a local market, as an advertiser, you can limit where your ad appears based on the searcher’s location.
You buy AdWords ads by bidding on how much you’re willing to pay for clicks on your ad. Your ads appear on search results for your targeted keywords (ie., phrases people type into the search box). The more popular keywords (eg., “thai food”) will cost more per click than more obscure keywords (eg., “pad thai”).
Balancing the cost per click versus the popularity (reach) of keywords is what makes AdWords advertising a bit tricky. It does take quite a bit of management to maximize your ROI. Fortunately, Google allows you to set spending limits so you don’t blow your monthly budget, and offers plenty of tools and resources to help you manage your AdWords campaigns.
Managing an AdWords campaign is beyond the scope of this article, but here are some resources to get you started:
- AdWords homepage – for getting started information
- AdWords official blog – for the latest news and tips
- AdWords for Dummies book
Step 2B: Buy Local Ad Listings
These are a new type of ads Google is selling specifically for local businesses. They are currently available only in San Fransisco and San Diego. To get a notice when they are rolled out to your area, fill out this form.
The difference between Local Ad Listings and AdWords is that you don’t have to bid for keywords or do any fancy campaign management. Google charges a flat monthly rate for these ads, and shows them on local searches at the top of search results (screenshot) and in Google Maps (screenshot).
The rate depends on your city and business category. Rates are offered after you’ve claimed your small business listing in step 1. Once you’ve claimed your local business and Google has rolled out these ads to your city, you will see a new “Ads” tab in your business dashboard.
An advantage of the Local Ad Listing — in addition to having your business appear prominently on related searches — is the call tracking. When someone calls the phone number listed on your Local Ad Listing, the call is forwarded to regular phone number, and when you pick up, you will hear a short “this call is from Google” message. Counting up the number of calls you receive from your local Google ad, you can then determine if the monthly fee is worth the number of new leads you receive.
3. Yahoo Local
Step 1: Claim or create your Yahoo Local listing
Just like Yelp and Google Local, you can claim your Yahoo Local business listing for free. Claiming or creating the listing will allow you to enter additional information and keep your business details up-to-date.
The first step is to create a Yahoo login. If you already have a Yahoo email address, you can use that login account to manage your local business listing. If you already have a Yahoo account, login to your account. If you don’t already have one, you can sign up for a Yahoo account here (it’s free).
Start by doing a search for your business at Yahoo Local. If your business already has a listing, click on the “edit info” link on the details page. Your business will then be linked to your Yahoo account, and when you go to listings.local.yahoo.com, you can click on the “Local Listings Account Center” link in the upper right hand corner to see all your business listings.
If your business is not yet listed, go to listings.local.yahoo.com and click on the “Sign Up” button. You will be presented with a form to fill out your business details like address, phone number, service description, and hours of operation.
Step 2: Upgrade to an Enhanced or Featured Listing
And just like the other options, Yahoo offers premium listings that you can purchase to give your business more prominence. Yahoo Local offers two levels of premium listings: Enhanced or Featured.
An Enhanced Listing costs $9.95 per month. You get to add up to 10 photos, a longer description of your business, and stats on how often people see and click on your listing.
A Featured Listing puts your business in the sponsored results section of Yahoo search results. Pricing ranges from $15-$300 per month depending on the size of your city and demand for your service. Click here to view current pricing details.
Check out this page for a comparison of features for the Basic, Enhanced, and Featured Listings.
Virtual Events Episode of ‘Strategic Growth Concepts for Small Business’ Now Available August 25, 2009Posted by StrategicGrowth in Strategic Growth Concepts, Virtual Technology.
Tags: BlogTalkRadio, Internet, marketing, podcasting, small business, small business lead generation, small business owners, Strategic Growth Concepts, Strategic Growth Concepts for Small Business, virtual event technology, virtual events, virtual trade shows
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Today’s epidose of ‘Strategic Growth Concepts for Small Business’ focusing on Virtual Events for Small Business Lead Generation is now available for download by clicking HERE.
This episode contains excellent information regarding Virtual Events:
- What are they?
- How businesses are leveraging virtual events technology to stay in better contact with existing customers and obtain new ones
- What steps should a small business take to get started with virtual events marketing?
- What costs are involved in using virtual events, and is the technology something that small entrepreneurial companies can afford to use?
- What skills are required to host a virtual event?
- and much, much more!
Be sure to download this podcast if your firm is seeking efficient, cost-effective ways of growing your business – without ever leaving the premises!
Tags: advertising, cellular phones, Click-to-call, ColorSnap, Gillette, Google search, GPS targeted marketing, Guiness, handhelds, Heineken, iPhone, Lion King, Mandalay Bay Hotel, marketing, MMS, mobile advertising, mobile channel, mobile commerce, mobile coupon, Mobile Marketing, mobile phones, mobile site, Mobile Site Survey, P&G, Randalls, ROI, Safeway, Sherwin-Williams, short code, small business, small business owners, SMS, Strategic Growth Concepts, Town Square Mall, Victoria's Secret, Whole Foods
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The Lion King musical production
Disney’s Tony Award-winning musical “The Lion King” at the Mandalay Bay Hotel and Casino in Las Vegas used mobile to drive ticket sales.
Commercial spots on the Cox Media cable network encouraged viewers to text the keywords NALA or MUFASA to short code 269411. The Lion King and Mandalay Bay were able to build an opt-in database of locals interested in receiving promotions in the future.
The strategy was to generate buzz about the Lion King musical production at the Mandalay Bay Hotel, as well as drive traffic to the outdoor shopping mall – Town Square
Mobile was suitable for this campaign because it provided the ability to engage the target market, be the medium for the scavenger hunt and provide extremely detailed metrics from beginning to end.
This particular campaign was unique, as it was a scavenger hunt utilizing the mobile device.
Consumers that texted in NALA or PUMBA got a message that said, “Find Lion King Paw Prints near Your next clue @ Whole Foods in Town Square. Address: 6689 Las Vegas Blvd.”
When the consumer reached the destination, they were asked to text LION to the same short code to get the next clue.
Respondents that used the keyword LION got a message that said, “Get “ON” Your way and “sea” the latest clothing styles at Your next clue in Town Square!”
Once consumers reached Town Square and found the next clue, they were instructed to text TIMON to the short code.
In return they got a message that said, “It’s a walk in the “park” to a Tropical Time with “Tommy” for Your Final Clue in Town Square!”
The last and final keyword was MUFASA. Once consumers texted this keyword in the got a message that said, “Congrat’s! You finished the hunt! Winners will be contacted on 5/7/09.”
The double opt-in was then sent, asking consumers to reply YES for ten entries to win a $100 Whole Foods Gift Card and to subscribe to Cox exclusives.
“The goals of this campaign posed a unique set of challenges, and the mobile channel provided the ideal measurable solution,” said Isaac Naor, client services manager. “It allowed enough creativity to drive locals to the new [high-end] outdoor mall, provided engagement with the brand, and enabled the campaign to stand-out and become viral.”
Safeway / Randalls
Safeway’s Randalls Food Market has launched a mobile coupon program to help its customers save time, money and trees.
These days, money is tight and people are looking for ways to stretch their dollars, so Randalls is letting customers download manufacturer’s coupons onto their Remarkable Card. The Remarkable Card is Randalls’ loyalty card.
Shoppers can get discounts from brands and select Randalls-labeled products.
This opportunity is available at 14 Randalls stores in Austin, TX, 36 stores throughout the greater Houston area and 62 in the Dallas/Ft. Worth area.
To sign up to get coupons in the first place, Randalls shoppers just need to visit the mobile providers Web site to activate their account.
Digital coupons mean that no paper is used to distribute and redeem coupons. “Eliminating paper from couponing not only saves forests, but also benefits the environment by reducing the water usage to produce the paper and ink, as well as the energy to move the paper out to homes and newspaper stands. “So mobile and digital coupons are environmentally friendly and have virtually no carbon footprint themselves”.
No more searching for coupons in newspapers and magazines, coupon cutting, or riffling through coupons at the store.
When customers present their Remarkable Card at checkout, coupon savings are automatically applied to the appropriate items in their shopping basket. The discounts are also shown directly on the receipt.
For grocers and manufacturers, this is a more targetable and efficient means of coupon promotion, not to mention the benefits of being able to market to consumers both in and out of the store.
Best of all, with redemption rates 5 to 40 times that of paper-based coupons, it’s highly cost-effective.
Victoria’s Secret has launched a dedicated mobile Web site and is also targeting its mobile database of opted-in consumers with exclusive offers, event coverage and new product information.
“With so many consumers (94 Million in the U.S.) using their handhelds to read email, search for products (9 percent of Google searches are now on mobile devcies) and browse Web sites, it is a basic expectation that a mobile user will have a successful experience when they visit a company’s Web site,” said Jason Taylor.
Consumers can sign up for alerts on the mobile site at http://mobile.victoriassecret.com or text the keyword START to the short code 26435 (ANGEL).
All text message communication with consumers will include a link to the mobile site, in an effort to drive users there.
The Victoria’s Secret mobile site features different categories and shopping bags. The main menu gives site visitors a list of the “Most Wanted Bras.”
Gift cards can be bought right from the mobile site and consumers are able to locate and map the closest Victoria’s Secret store to them.
What’s most impressive about the site is that women can actually browse and then buy products right from their mobile phones, with the same secure settings that the retailer’s Web site provides.
Customers that make purchases on the mobile site can come back to view their order status.
Additionally, the mobile site has a ‘special offers’ section where consumers can get discounts.
For example, consumers that place an order of $100 or more can use the code VSFRSHIP at checkout and all shipping and handling charges will automatically be deducted after the offer code is applied.
The mobile phone becomes much like a shopping assistant with the Victoria’s Secret mobile site.
In fact, users can even browse the print catalog and order using their mobile phone.
Victoria’s Secret went a little further with its mobile site and turned it into a great place for consumers trying to get their loved ones a gift. The mobile site doesn’t just showcase lingerie; it offers other products and services as well.
Additionally, the mobile site has a click-to-call feature that connects consumers with Victoria’s Secret customer service, should they need to actually speak with someone.
Another interesting feature on the site is the “Site Feedback” link.
Users that click on it are asked to take the Victoria’s Secret Mobile Site Survey, where they are asked some questions regarding the site and how well it works.
The site is full of pictures of various products from Victoria’s Secret and consumers can view what’s on sale and the most wanted stuff.
Procter & Gamble / Gillette
Procter & Gamble’s Gillette razor and blade brand is shaving away traditional marketing by using the iPhone as a means of communicating with its audience of male consumers.
Gillette has launched “uArt,” an iPhone application that lets consumers use the Gillette Fusion razor to shave and create any facial hairstyle they like. Consumers just upload their picture, choose a facial hair texture, length and color, and then start shaving.
“As a grooming company, we want to help guys be their best and to achieve that, we want to provide tools to help them find the look and style that is right for them so they can express themselves,” said Mike Norton, director of external relations at Gillette, Boston.
P&G is one of the leading consumer packaged goods manufacturers whose portfolio includes brands such as Tide, Iams, Pringle, Oral-B, Charmin, Pampers, Old Spice, Dawn, Camay, Tampax and Clairol.
Gillette is a brand of P&G currently used for safety razors among other personal hygiene products. P&G bought Gillette in 2005.
To shave using the uArt application, consumers just need to use their finger to guide the razor easily over the beard.
Users can create a chinstrap, handlebar, moustache, lamb chops and even design a totally new facial hairstyle.
By double-tapping, the user can get incredible shaving detail.
The application is geared towards males ages 15–34. It is being promoted via online marketing.
This isn’t the first time that Gillette has relied on the mobile channel to target its audience. The grooming brand used mobile for some other promotional programs.
Most recently, Gillette recently completed a program with New York Yankee superstar Derek Jeter where consumers could send in a text and be eligible to win a free Gillette Fusion Razor.
Gillette’s use of mobile is in keeping with evolving consumer habits.
“The Gillette audience is doing more than watching TV or sitting in front of a computer — they are active and moving,” Mr. Norton said. “The app helps guys explore and achieve the look and style that is right for them.
“Guys can interact with the brand through a medium in which they are most engaged,” he said. “Mobile is a big part of guys’ lives. It’s a great medium. It’s personal and guys spend a lot of time using their mobile devices.
“Brands have the opportunity to reach their audience through entertaining interactive apps that deliver a message.”
The company and its mobile marketing provider created an iPhone application that lets users isolate a color within any photo taken on their iPhone and get matching Sherwin-Williams paint colors along with a coordinating palette to complement their choice. The application is called ColorSnap.
“Our desire is to meet our consumers exactly where they are,” said Ellen Moreau, vice president of marketing communication at Sherwin-Williams, Cleveland, OH. “ColorSnap helps them capture inspiration as it strikes.
“The app not only makes it simple to determine the color, but to bring it home by easily locating one of our 3,300 stores,” she said.
ColorSnap was downloaded by thousands of users in more than 60 countries within the first week of its release. The application is ranked No. 35 out of 3,000 in the free utilities application category in the iPhone App Store.
The ColorSnap application is unique because it lets users capture a new photo the moment they feel inspired, whether within the application or using an image already stored in their iPhone photo library.
Then, consumers just user their finger to scroll around the image and locate the exact color they’d like to see matched.
“Choosing color is the hardest part of redecorating,” Ms. Moreau said. “Inspiration can hit a consumer anywhere and we are helping them bring the colors that appeal to home from wherever they may be.”
Users are able to find the nearest Sherwin-Williams store to begin their painting project. Or, they can save the color into “My Saved Colors” for continued reference.
Using iPhone GPS capability or ZIP code entry, users can find their local Sherwin-Williams store. Users can direct dial or map the Sherwin-Williams location all within the application.
Colors include RGB values for architectural design professionals and Photoshop fiends, making it easy to recreate the colors in renderings.
The application is geared towards home owners, architects and designers and painting contractors. Sherwin Williams chose mobile because the company is trying to reach a younger demographic.
“Mobile is the ideal channel for this type of offering because inspiration is anywhere,” Ms. Moreau said. “We are trying to make it easy for customers to shop and buy paint.”
Sherwin-Williams has tested mobile advertising in the past. However this is the company’s first iPhone application.
By Giselle Tsirulnik; June 10, 2009
Heineken and Heineken Light are using mobile as part of multichannel effort to get consumers to stock up on the beer this summer.
The program will run from June -August in retail outlets nationwide and invites consumers to elevate their traditional summer entertaining by hosting a Heineken “Blok” Party. The mobile component asks consumers to enter to win a sweepstakes by texting GREEN to short code 49737.
“The Heineken ‘Blok’ Party program is true to our brand objective of delivering great beer and great experiences,” said Breege Murphy, channel manager at Heineken, White Plains, NY. “And it offers our retail partners a unique new way to generate excitement among consumers through engaging displays and in-store merchandising materials that will help drive purchase of Heineken and Heineken Light.”
The sweepstakes will select two winners randomly on July 31.
These individuals will win a block party for no more than 50 guests who are over the age of 21.
The “Blok” Party prize includes live entertainment, top-notch catering and interactive leisure sports, giving them the ultimate “Blok” Party experience to be held in his or her neighborhood on or near Labor Day. The retail value of each party is approximately $50,000.
Contestants can win 59,000 song downloads from the EMusic store.
Winners get their download codes via SMS if they entered the sweepstakes using the channel.
The “Blok Party” sweepstakes is being promoted in liquor stores via advertising which encourages consumers to stock up for summer entertaining at home.
The sweepstakes will also be promoted in supermarkets via cross merchandising offers on party essentials and unique party tips for creating the ultimate “Blok” Party experience.
In-store signage will tell consumers that that the ultimate “Blok” Party can be elevated with Heineken.
Heineken has used mobile before.
The brewer ran a mobile campaign in which it distributed scratch-cards to bar customers. All the scratch-cards asked consumers to text message a keyword to a short code.
Each time a consumer texted in, they were entered to win different prizes. Whether the customer won or not, he or she was opted in to receive a WAP push with Heineken mobile agenda.
This wasn’t the first time that a brewer turned to mobile for a promotion.
Irish brewer Guinness held “The Great Guinness Pint Contest,” an interactive mobile program meant to engage consumers with the brand.
The program asked consumers at participating businesses to rate their pint of Guinness via their mobile phone. Each time consumers rated their pint they were entered into a sweepstakes in which five winners received a trip for two to the Guinness Brewery in Dublin, Ireland, during the company’s 250th anniversary (see story).
“Through a wide range of elements including a consumer sweepstakes for the ultimate ‘Blok’ Party and cross merchandising offers, the program inspires consumers to make the most of every celebration by choosing the ultimate imported beer brand – Heineken,” Ms. Murphy said.
If you are interested in exploring Mobile Marketing strategies for your firm, you can begin by visiting our website for more information or contacting us via our website or email at email@example.com.
MARKETING YOUR COMPANY VIA MOBILE April 6, 2009Posted by StrategicGrowth in email marketing, mobile, Strategic Growth Concepts.
Tags: advertising, blogging, BlogTalkRadio, cellular phones, email, Internet, marketing, mobile advertising, mobile commerce, Mobile Marketing, mobile phones, small business, small business owners
As with all small businesses, I am always researching to find additional ways of promoting my company to increase my customer base. However, given my personal business background in the wireless industry I have become a strong proponent of mobile marketing and see it as “the next internet” if you will. Therefore I’m putting in place several items that I believe will be of interest to those looking for newer, cost-effective methods of marketing their business.
First, I’ve gone on the search for as much information on mobile marketing as I can find since my familiarity with it provides me with enough knowledge to know that even experienced marketers are going to need some training. They’ll need education in the various methods of mobile marketing, how those methods work, what they cost, and which method will be most effective for reaching their particular target audience. As a source that small businesses turn to for information, I want to be able to provide that information in an easy-to-understand way, so over the next few weeks I will be developing a series of blog posts that focus on different aspects of mobile marketing to help make it easier for the average small business owner or marketing practitioner to understand.
Second, I have scheduled a panel discussion with a group of mobile marketing experts on an upcoming segment of my BlogTalkRadio show, ‘Strategic Marketing Concepts for Small Business’. This segment will air on Tuesday, April 14th at 2:30 p.m. EDT. Panel members are still being finalized so more information on this will be provided within the next few days, however, let me assure you I am VERY excited about the experts that have offered to participate as they are some of the industry’s leading experts – and I’m quite confident that listeners will leave the broadcast with a great deal of useful information.
Third, I found an interesting mobile tool and decided to try it out. There is an online program by the name of Mofuse (which can be found at www.mofuse.com) that will take your existing blog and convert it to a mobile-compliant site so it can be more easily viewed on cellphones – and it’s FREE! Therefore, I have taken each of my blogs and entered them into the system to try out the program. They can be viewed at the following mobile web addresses: http://strategicgrowth.mofuse.mobi and http://hrconcepts.mofuse.mobi and http://marketingwithnewtechnology.mofuse.mobi . You can either access them at these addresses directly from your cell, or you can enter the addresses into the web where you will be brought to a page on which you can enter your cell phone number and have the site sent to your phone via text message. The idea I’m pursuing is making blogs easier to read from wherever you are, thereby increasing the small business owner’s access to potential customers. Have a look at the blogs via mobile and let me know what you think!
As we delve deeper into the topic of mobile advertising over the course of the next few weeks, I am confident that many of you will be intrigued by the wide variety of ways in which mobile marketing can be utilized to promote your business. Today, it’s cutting edge stuff; tomorrow, it will become as standard to us as email is today. So if you’ve ever chastised yourself for waiting too long to take advantage of new technology in promoting your business, follow with us over the next several weeks and this time, be one of the first instead of one of the last!
For additional information on Mobile Marketing, or to learn how we can help you develop a Mobile Marketing campaign for your firm, please contact us via our website or email us at firstname.lastname@example.org
Strategic Growth Concepts is a Detroit-based firm that provides training and consulting services to start-up, small and mid-sized businesses in the areas of Start-up, Marketing, Operations, HR and Strategic Planning. The firm’s CEO, Linda Daichendt is a recognized business expert with 20+ years of corporate, small business and franchising experience. Linda can be contacted at email@example.com , and the company website can be viewed at www.strategicgrowthconcepts.com.